Sony's car navigation system has multiple uses. It can be employed for walks or bicycle rides, not just in a car. We launched the Tokyo Zoo Project campaign to communicate its uniqueness.
The aim of the project was to create the world largest zoo in Tokyo. Using the bicycle PND of the NV-U35, we draw big geoglyphs of animals in Tokyo with a log of the ride.
What animal to draw was applied via Twitter. Illustrators draw the animals on a map and selected the ones that would make good geoglyphs. A driving team then actually made the rides to draw them. Moreover, the drawing process was broadcast in real time using Twitter.
As a result, we were able to create a zoo with 15 animals in 40 days. The total length of the rides was 607.67km, in the hottest summer in Tokyo for 113 years. From Tokyo, we drove as far as Iwate prefecture in the north and Wakayama prefecture in the south. The total calorie burned was 21,169 kcal. By the end, the driving team was afraid of nothing.
Due to these efforts, we had lots of feedbacks, supports and cheering messages through Twitter. We even received requests to do similar drawings in other countries such as Korea, Brazil and Spain.
Tokyo Zoo Project was a campaign to introduce a new way of enjoying the car navigation system. The animals outlines created from Tokyo's complex roads became an ad for the city as well as one for the product.